2. • Founded Mass Transmit in 1996
• Developed proprietary email platforms
• Sold to Striata in April, 2015
• 18+ years Email Marketing experience
• Author of “How to Win at B2B Email Marketing”
22. The average U.S. worker spends
of their time
reading and answering emails
23.
24.
25.
26.
27. • IT’S UBIQUITOUS
WHY IS EMAIL STILL DOMINANT?
• PEOPLE CHECK IT Frequently & Respond
• It’s Fast & Measurable
• It’s Cost Effective
• It’s Own-able
• It has a high Return on INvestment
28.
29.
30.
31.
32.
33.
34.
35. • Increase revenue/sales
What is Your
• Generate leads
• Reduce acquisition cost
• Improve conversion rates
• Increase retention
• SHORTEN SALES CYCLE
36. • HIGH DELIVERY RATE
SUCCESS
• HIGH CLICK-THROUGH RATE
• LOW SPAM COMPLAINTS
• HIGH OPEN RATE
• LOW Unsubscribe Rate
• Increased shares, forwards, web site visits
40. • Customers
Who is your audience?
• Clients
• Colleagues
• Competition
• Prospects
• Media
41.
42. • Who are you sending to?
Questions to ask:
• WhY are you sending the message?
• WHAT DO THEY WANT?
• WHEN & WHERE Should they receive it?
• WHAT WILL MAKE THEM CONVERT?
• How will you measure success?
43.
44. 68% rate email as “Good” or
“Excellent” at generating ROI
Most marketers allocate Less
than 25% of their budget to email
BUT…
51. 95% of people who OPT-In to
Email Messages from Brands
consider the MESSAGES useful
52. 1. WEBSITE
WHERE TO COLLECT DATA
2. SURVEYS
3. OFFLINE EVENTS
4. ONLINe EVENTS
5. REGISTRATIONS
FOR DOWNLOADS
6. Point of Sale
7. Facebook
8. Twitter
9. LinkedIn
10. Videos
11. Sweeps and
Promotions
12. Email Signatures
13. Print ADS
14. Direct Mail
15. QR Codes
16. Mobile Apps
17. Mobile text
subscriptions
18. Blog
53.
54.
55.
56.
57. Allow users to manage their data
Through preference centers
58.
59. 1. You’ll Risk your Reputation
2. You’ll be labeled a spammer
3. Your deliverability will suffer
4. It’s not effective
DO NOT PURCHASE AN EMAIL LIST
60. IT’s Not Just An email address.
You are communicating with a
human being.
61.
62. WHAT EMAIL IS NOT:
• A BLAST
• A Digital VERSION OF A pRint Ad or direct mail piece
• A WEB PAGE
• ONE BIG IMAGE
• like ANY OTHER MARKETING CHANNEL
72. • MAKE IT SCANNABLE
DESIGN YOUR COPY
• USE Headers & Subheaders
• Break Apart The Copy
• Use Bullets & Lists
• Use Bold, Italics & Font Size Variations
• Use Color & Whitespace
86. will delete an email That doesn’t
display correctly in a mobile inbox
87. Optimize for Mobile
1. Less content
2. Easy to click
3. Stack content (no columns)
4. Remove or link to low priority content
5. Use responsive design
107. RECAP:
• Plan for success: HAVE A GOAL
• KNOW YOUR AUDIENCE
• Data: Quality over quantity
• DRIVE TO CONVERSION ( Open -> click -> CONVERT)
• optimize for mobile
• Deliver relevance